Challenge
Digital Realty is a global leader in data centre and colocation solutions. Digital Realty needed CCgroup to support the business by building relationships with influencers in the media and analyst community across its priority markets.
Digital Realty’s PR programme had two distinct audiences; journalists and analysts with technical understanding, and then those from vertical industry publications whose interests lay solely in the non-technical business benefits that Digital Realty could provide.
CCgroup, therefore, had to provide different messages to different audiences, without losing sight of the ultimate goal of supporting the business’ pipeline.
Solution
With CCgroup’s understanding of Digital Realty’s industry, business and the media, CCgroup developed a media engagement strategy by creating content that positioned Digital Realty as innovative, insightful and informative. In essence, as thought leaders.
The content produced ranged from press releases, opinion articles, feature commentary and rapid response comments, and also marketing collateral such as blogs, advertorial content, white papers and newsletters.
Through a close working relationship with the client, CCgroup was able to create content drafts self-sufficiently in order to reduce the time burden on Digital Realty spokespeople. Importantly, CCgroup was able to help translate Digital Realty’s core messages into vertical markets, creating and finding relevant media opportunities for each individual sector.
CCgroup also supported Digital Realty’s SEO efforts by placing close attention to target keywords and landing pages in its content production.
